Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen
This study investigates the effectiveness of the celebrity’s use in the advertisement. It, specifically, analyses the effect of credibility of the celebrity on the attitude toward the advertise-ment and the purchase intention. By using structural equation modelling with one congeneric measurement ap...
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| Format: | Article |
| Language: | English |
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Universitas Islam Indonesia
2011-03-01
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| Series: | Jurnal Siasat Bisnis |
| Online Access: | https://hmts.civil.uii.ac.id/JSB/article/view/2002 |
| _version_ | 1811341204206387200 |
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| author | Asmai Ishak |
| author_facet | Asmai Ishak |
| author_sort | Asmai Ishak |
| collection | DOAJ |
| description | This study investigates the effectiveness of the celebrity’s use in the advertisement. It, specifically, analyses the effect of credibility of the celebrity on the attitude toward the advertise-ment and the purchase intention. By using structural equation modelling with one congeneric measurement approach, this study indicates that from three dimensions of celebrity’s credibility, only attractiveness does not have significant influence on the attitude toward the ads. The other two dimensions that are trustwothiness and expertise have positively and significantly affect the attitude toward the ads which in turn enhances significantly the purchase intention. Additonally, it also finds that the effect of attitude toward the ads on purchase intention is so small indicating there some factors affecting the purchase intention
Keywords: credibility of the celebrity, attractiveness, trusworthiness, expertise |
| first_indexed | 2024-04-13T18:53:18Z |
| format | Article |
| id | doaj.art-1250b3d95bc24c15a14131ed7b903c85 |
| institution | Directory Open Access Journal |
| issn | 0853-7666 2528-7001 |
| language | English |
| last_indexed | 2024-04-13T18:53:18Z |
| publishDate | 2011-03-01 |
| publisher | Universitas Islam Indonesia |
| record_format | Article |
| series | Jurnal Siasat Bisnis |
| spelling | doaj.art-1250b3d95bc24c15a14131ed7b903c852022-12-22T02:34:20ZengUniversitas Islam IndonesiaJurnal Siasat Bisnis0853-76662528-70012011-03-01122Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli KonsumenAsmai IshakThis study investigates the effectiveness of the celebrity’s use in the advertisement. It, specifically, analyses the effect of credibility of the celebrity on the attitude toward the advertise-ment and the purchase intention. By using structural equation modelling with one congeneric measurement approach, this study indicates that from three dimensions of celebrity’s credibility, only attractiveness does not have significant influence on the attitude toward the ads. The other two dimensions that are trustwothiness and expertise have positively and significantly affect the attitude toward the ads which in turn enhances significantly the purchase intention. Additonally, it also finds that the effect of attitude toward the ads on purchase intention is so small indicating there some factors affecting the purchase intention Keywords: credibility of the celebrity, attractiveness, trusworthiness, expertisehttps://hmts.civil.uii.ac.id/JSB/article/view/2002 |
| spellingShingle | Asmai Ishak Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen Jurnal Siasat Bisnis |
| title | Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen |
| title_full | Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen |
| title_fullStr | Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen |
| title_full_unstemmed | Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen |
| title_short | Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen |
| title_sort | pengaruh penggunaan selebriti dalam iklan terhadap minat beli konsumen |
| url | https://hmts.civil.uii.ac.id/JSB/article/view/2002 |
| work_keys_str_mv | AT asmaiishak pengaruhpenggunaanselebritidalamiklanterhadapminatbelikonsumen |